August 19, 2012
According to the latest Comcast data, 180 million US Internet users watched 33 billion online videos in the month of June 2012. With this number likely to rise in the future, it’s important for entrepreneurs and small businesses to embrace video as a tool through which they can not only reach their audience easily, but also spread their message. Having video as part of your overall strategy can assist businesses in onboarding, customer acquisition, and creating a more inviting brand in a visually appealing way.
There are always tactics you should keep in mind when creating killer video content, whether you’re video-savvy or a just beginner. Here are some tips:
Record with your audience in mind
Your content needs to cater to your audience, otherwise there’s little point to your video. It’s important to figure out who your viewers are so you can create content specifically for them. Ask yourself some questions:
- Who is your target audience?
- What kind of videos do they like to watch? How often?
- Do they like animation, screen captures, or a real person on camera?
- What will make them come back to view more videos?
When you find out the answers to these questions, you’ll be able to create content for them, as opposed to for your brand or organization.
Short is sweet
The average online video is 6.8 minutes long. However, the length may depend on your content and your audience. For instance, a recent survey indicated that training videos should be from two to 10 minutes in length. However, as a general rule of thumb, keep it as short as possible so as not to lose the attention of the viewer. End your thought at five minutes or break up a longer recording into chapters or sections.
Include collaboration features
Social collaboration features are a great way to encourage interaction with the video. Commenting capabilities, quizzes and polls, and inviting feedback through surveys are all ways to increase the collaboration levels of your video. When viewers are collaborating within your video, you’re simultaneously creating a conversation around the content, as well as your brand.
Optimize for search engines
Optimizing your content for search engines can increase the viewership of your video. Include relevant title tags, descriptions, keywords, and categories to ensure your video is picked up by major search engines like Google. This way, you’ll be targeting your video specifically to those who are already searching for it.
Use the right distribution platform
There are several video distribution platforms out there. However, it’s important to figure out what’s best for you and your audience. Ask yourself the following questions:
- Will the platform be able to host all my content?
- Does it enable social collaboration features?
- Is there an opportunity for the videos to be viewed on-demand?
- How is the audio quality?
- Does the platform provide deep analytical data?
- Are there secure privacy controls?
- Can I go back and easily edit my content?
- Can the audience view the video on any device, such a mobile or tablet?
- What is the cost?
Think of it this way: if you don’t choose the right distribution platform, you won’t be able to optimize your video for your audience. Don’t make the mistake of using a platform just because it’s free. Ensure that it will provide value for you in the long run.
Give them a way to reach you
Always have a call to action at the end of your video. This could be an e-mail address, phone number, or even links to your website or social networking sites. Make it as easy as possible for your viewers to contact you for more information should they need it. This is particularly important if your video content is thought-provoking or if you want to create a discussion. Give your audience every chance to follow up with you so you can keep the conversation going.
Market and promote
Your video needs to be marketed in the right way to ensure your target audience actually views it. Promoting your video through blogging, press releases, interviews, social media, thought leaders, newsletters, company intranets, and enterprise systems are all ways to reach your target market. Additionally, you can always turn your video into something else in the future, such as an ebook or blog post, to continue the effectiveness of your content.
Creating killer video content is an easy way to reach your audience without using many resources. As illustrated, the most important thing is to keep your viewers in mind every step of the way when creating videos. This way, they’ll not only stay updated and engaged through your videos, but also with your brand.
What do you think? What are some other ways to create killer video content?
Guest author Jeff Fissel is the co-founder and Vice President of Solutions at KZO Innovations, a video software company that provides an on-demand video platform for small to large enterprises and government customers. Connect with Jeff and KZO Innovations on Facebook, Twitter, and LinkedIn.
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